Experts of Experience: Episode Summary – "How to Lead Brands That Translate Globally"
Hosted by Lacey Peace and Rose Shocker, presented by Salesforce Customer Success
1. Introduction to Global Customer Experience
The episode delves into the complexities of delivering exceptional customer experiences across diverse global markets. Lacey Peace and Rose Shocker welcome Catherine Melchiore and Natalie Kelly, co-authors of Brand Global Adapt Local: How to Build Brand Value Across Cultures, to discuss the nuances of scaling brands internationally.
Notable Quote:
Natalie Kelly [00:00]: "In the US we often say the customer is always right. And in Japan, the saying is the customer is God."
2. Meet the Authors: Catherine Melchiore & Natalie Kelly
Catherine Melchiore, a seasoned marketing executive with over 25 years at brands like Louis Vuitton and Nike, and Natalie Kelly, Chief Marketing Officer at Zappy with extensive B2B experience, share their journey of collaboration. Their partnership, fostered through LinkedIn, culminated in their co-authored book aimed at guiding brands through global expansion.
Notable Quotes:
Catherine Melchiore [08:12]: "I have had 25 years of working across lots of different brands like Nike, Nordstrom, Louis Vuitton, Hyatt, Shiseido, and Apple."
Natalie Kelly [09:58]: "We started writing the book last year in spring, so 2024, around March."
3. The Importance of Cultural Intelligence in Customer Experience (CX)
Catherine and Natalie emphasize that understanding cultural differences is paramount for effective CX. They illustrate how varying expectations can impact service delivery, highlighting the need for brands to adapt their strategies to resonate with local markets.
Notable Quotes:
Catherine Melchiore [16:19]: "Service is actually one of those that is the most important. Right. Because it's hard to see, it's hard to grasp. You know, you say, I want service. But what does that mean?"
Natalie Kelly [17:19]: "When you think about B2B and you have more touch points and you have more people who are part of the buying committee, every little detail of the customer experience matters."
4. Real-World Examples of Global Branding Success
KitKat’s Cultural Adaptation: Catherine shares how KitKat tailors its flavors to local tastes while maintaining its core brand elements. In Japan, for instance, KitKat offers over 300 unique flavors, such as matcha and sakura, illustrating the balance between global consistency and local innovation.
HubSpot’s NPS Challenges in Japan: Natalie recounts HubSpot's experience with Net Promoter Score (NPS) in Japan, revealing that cultural differences led to misinterpretations of survey questions. This prompted the development of tailored customer satisfaction surveys to better capture local sentiments.
Notable Quotes:
Catherine Melchiore [42:36]: "KitKat has an amazing approach to this. So not only, I mean, I've watched KitKat because of all my time in Japan, and Japan happens to be an outlier. Even within KitKat, they have over 300 different flavors that they've had over the years."
Natalie Kelly [46:25]: "We realized, oh, you'll never get a high score in Japan because there is no such thing as perfection. So you're never going to get the high end of the score."
5. Technology and AI in Global Marketing
The conversation shifts to the role of technology and AI in shaping global CX. Catherine and Natalie discuss how different regions adopt AI uniquely, influenced by local needs and cultural attitudes. They caution against over-reliance on AI, stressing the importance of human judgment and contextual understanding.
Notable Quotes:
Natalie Kelly [61:24]: "AI is not additive or subtractive, but transformative. And I think it's not taking something away, it's not adding something, it's transforming the way we do things."
Catherine Melchiore [66:42]: "It's all about how you use it, right. Just like anything. And the framing is so important and learning from it is so important so that we don't shortcut ourselves by outsourcing things."
6. The Critical Role of Data in AI Adoption
Effective AI utilization hinges on high-quality, well-structured data. Natalie highlights the challenges of data cleanup and standardization necessary for AI tools to function optimally across different markets. Catherine adds that inconsistent data can lead to diluted brand messaging and ineffective AI outputs.
Notable Quotes:
Natalie Kelly [72:38]: "Your AI outputs are only going to be as good as the data and the data assets that you are using."
Catherine Melchiore [75:41]: "There's a real risk of AI actually diluting what that brand stands for because everyone's going to channel into the same generic content rather than distinguishing it."
7. Final Takeaways: Leadership Lessons for Global Success
Catherine and Natalie offer key insights for leaders aiming to navigate the global landscape:
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Listening and Observing: Emphasize active listening and non-verbal cues to understand diverse customer needs.
Catherine Melchiore [76:06]: "Do more listening than you do speaking. And especially when you go to a market, I would say listen with your eyes."
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Curiosity and Adaptability: Maintain a curious mindset and be willing to adapt strategies based on local insights.
Natalie Kelly [77:13]: "Curiosity begets growth whether you're talking about moving into a new market, whether you're talking about growing yourself."
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Intentional Use of Technology: Leverage AI and other tools intentionally, ensuring they complement rather than replace human interaction.
Lacey Peace [74:47]: "How do I get that into a place where I can actually use it and educate my AI systems more effectively."
Notable Quotes:
Catherine Melchiore [77:12]: "Listening with your eyes is crucial because so much of communication is not necessarily verbal."
Natalie Kelly [78:15]: "Curiosity is so important when you're moving into new cultures, moving into new markets, moving into a new job."
8. Connect with the Authors
For those eager to explore further, Brand Global Adapt Local: How to Build Brand Value Across Cultures is available on Amazon, Barnes & Noble, and directly through the publisher Kogan Page.
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This summary encapsulates the rich discussions from the "How to Lead Brands That Translate Globally" episode of Experts of Experience, providing actionable insights for professionals aiming to excel in global customer experience and brand management.